Abstract
The purposes of this study was to examine the impact of engagement in an OTT sport program on advertising effectiveness and determine if there is a moderating effect of need for cognition and involvement in the relation between engagement in an OTT sport program and advertising effectiveness. In order to achieve study objective, a total of 256 undergraduate and graduate students enrolled in metropolitan area was selected using convenient sampling method and responded to the survey questionnaire. Data analyses included frequency analysis, exploratory factor analysis, reliability analysis, descriptive analysis, correlation analysis, two-way MANOVA, two-way ANOVA and independent sample t-test with SPSS 23.0 and AMOS 22.0. The results of this study were as follows. Firstly, engagement in OTT sport program had a significant effect on advertising effectiveness, however, engagement did not affect advertising recognition. Secondly, there was no moderating effect of need for cognition in the relation between engagement in OTT sports program and advertising attitude and advertising recognition. Thirdly, there was no moderating effect of involvement in sports in the relation between engagement in OTT sports program and advertising attitude and advertising recognition. Additionally, managerial implications and future research opportunities were also suggested.
Published Version
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